Amazon A+ Content: Guide to Higher Conversions (2026)

What is A+ Content?

A+ Content (formerly called Enhanced Brand Content or EBC) is a feature in Amazon Seller Central that lets you replace your product description with visual modules. Instead of a plain text block, you get the ability to insert images, comparison tables, infographics, and formatted text blocks below the bullet points.

A+ Content appears on the product detail page in the area that normally contains the product description. On desktop devices, this section is displayed further down the page — on mobile devices, it is significantly more prominent and appears directly after the bullet points and before customer reviews.

The difference from a standard listing

A standard Amazon listing consists of a title, bullet points, product images, and a plain text description. A+ Content replaces this text description with a visually appealing layout of up to 7 modules. The bullet points and title remain unchanged — A+ Content is an addition, not a replacement of the entire listing.

Requirements: Brand Registry

To create A+ Content, you need an active Amazon Brand Registry enrollment. Your brand must be registered in the Brand Registry, and you must be listed as brand owner or authorized representative. Once registration is complete, you can find the A+ Content Manager under Advertising > A+ Content Manager in Seller Central.

Why A+ Content boosts your conversion

Amazon itself communicates that A+ Content can increase conversion rates by an average of 3-10%. In practice, we see increases between 5% and 15% on the European market, depending on product category and content quality. That sounds moderate — but for a product with 10,000 monthly sessions, a 5% conversion increase quickly translates to several thousand euros in additional revenue.

How A+ Content works

A+ Content has no direct influence on your ranking in the A9 algorithm. The text in A+ modules is not considered for keyword indexing. This is a widespread misconception. A+ Content works exclusively through the conversion rate — and the conversion rate then indirectly affects your ranking.

The chain of effects looks like this:

1. Building trust. Professional images and clearly structured information signal to the customer that they are dealing with a serious brand. This is especially relevant on the European market, where buyers tend to be more risk-averse than in the US.
2. Objection handling. Good A+ Content answers the questions the customer has before they need to ask them. Material, sizes, use cases, compatibility — all of this can be communicated far better visually than in plain text.
3. Fewer returns. When the customer understands exactly what they are getting before purchasing, the return rate drops. This improves your margin and your account metrics simultaneously.
4. Brand building. A+ Content is one of the few places on Amazon where you can visually communicate your brand identity. Logo, color palette, brand story — all of this strengthens recognition and customer loyalty.

A+ Content is not an SEO tool. It is a conversion tool. Optimize your keywords in the title and bullet points — and use A+ Content to convince the customer who is already on your page.

The best module types — and which truly convert

Amazon offers around 17 different module types for Standard A+ Content. Not all are equally effective. The following modules have proven to be the strongest in practice:

Module: Comparison Table (Comparison Chart)

The comparison table module is the single most effective module for conversion. It shows up to 5 products side by side with product image, title, and comparable attributes. The reason it works so well: it keeps the customer on your page. Instead of switching to a competitor, the customer compares your own products with each other.

Ideal for: Sellers with multiple variants or a product portfolio in the same category.

Module: Image with overlaid text (Standard Image and Text)

A large-format image with text overlay. This module is excellent for the brand story or as a visual introduction to your A+ Content. Use it as the first module to visually engage the customer.

Ideal for: Brand positioning, lifestyle images, emotional appeal.

Module: Multiple images with text (Standard Three/Four Image and Text)

Three or four images side by side, each with a headline and short text below. The workhorse among A+ modules. Use it for features, USPs, or usage scenarios — anything that can be broken into 3-4 points.

Ideal for: Product benefits, materials, use cases, package contents.

Module: Banner Image (Standard Single Image)

A single, large-format image spanning the full width. Use it for infographics, technical drawings with dimensions, or lifestyle images. No accompanying text — the image needs to speak for itself.

Ideal for: Size comparisons, infographics, use case scenarios in images.

Module: Technical Specifications

A tabular overview with label and value. Less visual, but very effective for technical products where customers need specific dimensions, weights, or compatibility information.

Ideal for: Electronics, tools, technical products, fitness equipment.

Content strategy per module: What to write, how to design

The modules are set — now it is about the content. This is where many sellers fail because they treat A+ Content like an advertising flyer instead of a sales conversation. The content needs to answer customer questions, not celebrate your brand.

Text rules for A+ Content

• Short and scannable. Customers do not read A+ Content — they scan it. Use short paragraphs (2-3 sentences), bold headlines, and clear statements. Each text block should communicate a single point.
• Benefits over features. Not "made from 100% bamboo" but "more durable than plastic cutting boards and gentle on your knives." The customer wants to know what is in it for them — not what it is made of.
• Preempt objections. What questions do customers ask in reviews? What concerns lead to returns? Address these proactively in your A+ Content. This is the biggest conversion lever.
• No keyword stuffing. A+ text is not indexed. Keyword stuffing is pointless and makes the text unreadable. Write for the customer, not for the algorithm.

Image guidelines

Images are the most important component of A+ Content. Invest the most time and budget here. The following guidelines help:

• Resolution: At least 970 x 600 pixels for full width. Amazon recommends 1464 x 600 pixels. The higher the resolution, the better — especially on mobile devices with Retina displays.
• Text in images: Amazon allows text in images, but it must be readable — even on smartphones. Test your images on a mobile device before uploading. Font under 16pt becomes practically unreadable on mobile.
• Consistent style: All images in your A+ Content should have the same visual style — same color palette, same font, same background. This looks professional and strengthens brand identity.
• Avoid white borders: Amazon displays A+ modules on a white background. Images with white borders disappear visually. Use subtle background colors or a thin border to visually separate your modules.

Mobile optimization — the underestimated factor

Over 70% of Amazon page views on the European market come from mobile devices. A+ Content is displayed differently on mobile than on desktop: modules are stacked vertically, images become smaller, and the text area becomes more prominent. This means:

• Test every A+ Content on a smartphone before publishing
• Use large, clear fonts in images — small details get lost on smartphones
• Comparison tables work differently on mobile than on desktop — check that the most important information is visible in the mobile layout
• Keep the total length under 7 modules — on mobile, the customer scrolls endlessly otherwise

A+ Content for the European market: What to keep in mind

The European Amazon market has some particularities that directly affect your A+ Content. European buyers have different expectations than American or British ones — and your content needs to reflect that.

Language and tone

European Amazon customers value precise, fact-based communication. Superlatives and exaggerated advertising language tend to be off-putting rather than convincing on European markets. Instead of "The BEST cutting board in the WORLD!" write something like "Tested by over 5,000 customers — durable, knife-friendly, and easy to maintain."

• Formal vs. informal address: The appropriate tone varies by marketplace. On Amazon Germany, informal address is common and feels contemporary. On Amazon France and Italy, more formal language may be expected for premium products. Stay consistent within your listing.
• Avoid English buzzwords in local listings: "Premium Quality," "Best Seller," "Amazing" — this works on the US market. On European markets, it often feels cheap. Use local language and concrete numbers instead of vague promises.
• Spelling and grammar: European customers are significantly more critical of spelling and grammar errors than in other markets. Have your A+ text reviewed by a native speaker — machine translations are immediately noticed.

Compliance notes in A+ Content

European markets have stricter regulations than other Amazon marketplaces. This also affects your A+ Content:

• No health claims without scientific evidence (Health Claims Regulation). "Strengthens the immune system" or "helps with weight loss" is prohibited without approval — not just by Amazon, but by law.
• GPSR information: Since 2024, manufacturer and responsible person information must be provided on the product page. A+ Content is not the right place for this — it belongs in the product attributes. But use A+ Content to visually display safety certificates (CE, GS, TUV).
• Comparative advertising: European countries have strict rules for comparative advertising. Do not name competitor brand names in your comparison table. Only compare your own products with each other.

Premium A+ Content: What it is and whether it is worth it

Premium A+ Content (formerly called A++) offers expanded modules that go beyond Standard A+ Content. These include interactive modules like carousels, larger images, video modules, and hotspot images where customers can click on individual areas.

Who qualifies for Premium A+?

Amazon has changed the eligibility criteria for Premium A+ several times. As of 2026: you qualify if you have published a Brand Story on all ASINs of your brand and have submitted and gotten approved at least 5 A+ Content projects in the last 12 months. Activation happens automatically in the A+ Content Manager.

Premium modules overview

• Video module: A product video directly in the A+ section. Extremely effective for products that need explanation. Maximum length: 3 minutes.
• Interactive carousel: Multiple images that the customer can scroll through horizontally. Great for use case scenarios or step-by-step instructions.
• Hotspot module: An image with clickable areas that display additional information. Ideal for technical products with many details.
• Large-format images: Full page width without size restrictions. Impressive on desktop, but requires careful mobile optimization.

Is Premium A+ worth it?

The honest answer: it depends. Premium A+ Content is free — but the creation effort is significantly higher. You need professional videos, interactive elements, and a well-thought-out content concept. For most sellers with 10-50 ASINs, Standard A+ Content is the better lever because you can cover more products faster.

Premium A+ is worth it if:

• You have a hero product that accounts for over 50% of your revenue
• Your product needs explanation and a video would make the difference
• You are in a category with high competition where every percentage point of conversion matters
• You already have professional video material

Invest first in excellent Standard A+ Content for all your products before considering Premium A+ for individual top sellers. Coverage beats individual perfection.